Media Literacy

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Media Literacy

• Center for Media Literacy

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Media Literacy

• Empowers people to be both critical thinkers and
  creative producers of messages
• Builds understanding of the role of media in
  society
• Builds essential skills of inquiry and expression
  necessary for citizens of a democracy

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5 Core Concepts

1. All media messages are constructed.
2. Media messages use a creative language with its
   own rules.
3. Different people experience the same message
   differently.
4. Media have embedded values and points of view.
5. Most media messages are constructed to gain
   profit and/or power.

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5 Key Questions

1. Who created this message?
2. What techniques are used to attract my attention?
3. How might different people understand this
   message differently from me?
4. What lifestyles, values, and points of view are
   represented or omitted?
5. Why was this message sent?

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Empowerment Spiral

• Awareness
• Analysis
• Reflection
• Action

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Media Literacy Organizations

• Two major national organizations
• Two different approaches

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Two major national organizations

• Alliance for a Media Literate America
• Action Coalition for Media Education

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• Alliance for a Media Literate America
• . . . committed to promoting media literacy
  education that is focused on critical inquiry,
  learning, and skill-building rather than on
  media-bashing and blame

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• Action Coalition for Media Education
• Advocate independent media as a critical part of
  a democratic society and vibrant culture
• Support local, state, and national media reform
  efforts
• Critical of advertising and corporate media